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WRIA Mskes History

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John M. Jewett, Seattle, Washington life insurance salesman, called for "Quiet, Please-Your Customer Is Talking." Salesmanship is service, he said, and service is based upbn research analysis of customers' wants, problems and resources. "One must be constantly sales-minded," he concluded, "and ever alert to tl-re task of satisfying the customer."

The evening's entertainment was centered around a highly touted ice hockey game in the Memorial Coliseum Arena between the Portland Buckaroos and the underdog \Arinnipeg Warriors.

Retiring president Royrnond E. Morgon, left, honds govel to newly+lected president J, M. Beris.

Still going strong, the WRLA contir-rued its assault on the exhibit area during Monday's final activities.

With Ray Morgan again presiding, the \ IRI-A "Playhouse" started off the afternoon session with a skit on an ofiten-recurring sub ject-the distribution dilemma. The skit, "Senate Inquiry into Distribution Problems, or I Didn't Get the Question, Senator," was beautifully handled by a cast of lumbermen-actors.

The "Senators" Winston Pool, John Monaco, John Nelson and Robert Wiclesworth relentlessly pounded away at the "witnesses," and manufacturer "I. Will Makem" Werner Richen extolled the virtues of his status, pointing to the retailer and wholesaler for distribution oroblems. Wholesaler "H. O. Sales" Phillip W. Patterson similarly followed suit, blaming the manufacturer and the retailer for the distribution ills. Retailer "R. E. Taylor" Alan Knox blamed everyone-but himself, and fellow retailer "I. M. Broak" Casey Vermeulen from far-off Alaska took the "fifth" -right back to Alaska with him, that is, snowshoes and all.

In the wind-up slot, veteran lumber journal publisher and editor Arthur A. Hood spoke on "Operating and Marketing Goals." He discussed the new trend in merchandising-"The Packaging Shift"-wherein the successful retailer is now selling the "complete package" through creative selling.

Emphasizing the theme dominant throughout the convention, Hood told the overflow group that the industry was currently in the midst of a radical change, a change from distribution-oriented thinking to consumption-oriented thinking. As an example of a concern that has had tremendous success in merchandising from the consumer's point of view, Hood cited Sears Roebuck & Co. which of its 196O four and one-half billion gross racked up a whopping $700,000,000 volume selling the "complete package" in the building materials 6.eld, 47/o of this volume being on an installment basis.

Following the business sessions, the Association's 1961 president J. M. Bettis gaveled the convention to a close' (Continued" on Page 27)